We rallied the country behind an important Cause
Just one in five men have access to paid paternity leave in the United States. That’s why Dove Men+Care launched a global campaign to champion paternity leave for dads, battle the stereotypes about men as caregivers and spark a cultural movement. The campaign was headlined by $5,000 paternity leave grants available for dads to spend time with their children, appearances by paternity leave advocate Alexis Ohanian and a pledge designed for current or expectant dads, business owners and allies to show their support for paid paternity leave.
The groundswell of support behind the campaign resulted in more than 1,400 pledge signatures and 500 grant applications in just 48 hours and was recognized with a Gold SABRE award for Cause-Related Marketing.
Role: Lead Copywriter
I developed and wrote all copy related to the Pledge for Paternity Leave and played a client-facing role in the presentation and delivery of the content. Partnering with our planning team to hone in on key insights about each target audience, we crafted a message that was meant to connect to dads everywhere while still delivering substantial impact around their most-pressing needs.
Team:
Suyin Sleeman, Tony Nikolla, Megan Skelly, Jaclyn Murphy, Samantha Albright,
Jeremy Busch, Danielle Kellner, Matt Zavala, and Gabriele Wooten